Writing telepathy back into marketing theory

Writing Information into DNA

The time is approaching when information can be written into DNA. This tutorial work surveys the methods for designing code words using DNA, and proposes a simple code that avoids unwanted hybridization in the presence of shift and concatenation of DNA words and their complements.

Putting the 'theory' back into grounded theory: guidelines for grounded theory studies in information systems

Over the past decade, there has been increasing interest in the use of grounded theory in information systems research. Grounded theory is a qualitative research method that seeks to develop theory that is grounded in data systematically gathered and analysed. The purpose of this paper is to suggest guidelines for grounded theory studies in information systems. Our guidelines are based on a fra...

Putting Marketing Back in S&OP

Marketing Theory Matters

There have been concerns about the slow pace of theory development inside and outside of marketing for a number of years. Rarely have some of the possible reasons for this lack of development been considered, or an assessment of the ways in which a more theoretically driven focus might emerge been discussed. This paper addresses these gaps in the current debate. Potential difficulties have emer...

Paradigmapping marketing theory

Paradigms are sets of prior assumptions that configure ways of seeing. This article employs a notion taken from Web of Life to map how paradigms in marketing have proliferated according to their juxtaposition within three criteria, namely structure, pattern and process. The exercise, termed “paradigmapping”, provides a useful picture of the relative positioning of selected contributions to the ...